AWS Marketplace breakout session delivered at the AWS Summit in Milan

1. © 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
ALEJANDRO CANONERO –
AWS MARKETPLACE.
Business Improvement
and Growth with
AWS Marketplace

2. * AWS Marketplace survey
1000+ Server products*
• 30%+ Open Source & Free Software
• 200 + vendors of paid software
• Large EA/ELAs for top 50
• Constant renewal & replace over 3-5
year cycle
• 30% of purchased on premise software
never fully deployed or used
When a server workload moves to cloud,
software entitlement & deployment model can change
The Enterprise Software Portfolio is in Transition
50% or more of
workloads will move
to the cloud by 2020
Analyst data suggests 50% migrate, 20%
abandon and 30% rewrite/replace

3. AWS Marketplace
Discover, Procure, Deploy, and Manage Software In the Cloud
• 3,600+ software listings
• Over 1,100 participating ISVs
• Open source and commercial
software
• Bring-your-own-license
• Procure new
• Deployed in 12 AWS Regions
• 100,000+ active customers
• Over 300M of deployed EC2
instances per month
• Curated
• Integrated to AWS Billing

4. • Buying software has been historically slow,
difficult and resource intensive
• A lot of “shelf ware” with capital tied up and
under-utilized
• Customers have urgent and short term
need of software for a project
• Customers want an ‘approved’ catalog of
Open Source and Commercial software
where users and business units can scale
up or down usage as the business
Challenges to Procure & Manage Software

5. What’s the Value for Buyers?
Quickly Find Easily Procure Rapidly Deploy
Reduce procurement friction, from months, to weeks, to days & minutes…

6. ”
“
Europol, Intel, AWS, and Barracuda Join to Fight Cybercrime
• Europol needed a secure, high-traffic website to help
them in their fight against ransomware.
• Barracuda in AWS Marketplace is Europol’s
infrastructure for their website, NoMoreRansom.org
• Intel implemented the solution, did the testing &
vulnerability assessment, and made the site
available…in a few days!
• First day, had 2.6 MM visitors; AWS and Barracuda
handle the traffic, scaling up and down as needed.
This is a good example of
Corporate Social
Responsibility: These key
relationships are making
Internet better for millions.
Steven Wilson
Head of European Cybercrime Centre, Europol
”
“
The European Police Office is located in The
Hague, Netherlands

7. Challenges Selling Software Today
Customers and prospects
moving away from
traditional on-premises
deployments to the cloud
It can take time to identify
the right prospects
Significant time and effort
required to connect with
customers
High cost of customer
acquisition
Customer desire for
pre-purchase trials
can be cumbersome
and resource-intensive
Lengthy on-premises
sales cycle

8. Shorten Your
Sales Cycle
Improve your
Sales
Potential
Reduce Sales
Friction
…and the value for Sellers?
Expose your product to +1M AWS Customers, expand your reach globally

9. Incentivizes APN Channel Resellers to purchase solutions through
AWS Marketplace
• Receive credit on qualified software charges
Ideal for APN Partners that manage their customer’s AWS accounts
• Managed Service Providers, Systems Integrators, Pro-Serve
Incentives offered in addition to existing Reseller discounts
• Receive incentives on software and infrastructure usage*
AWS Marketplace Channel Incentive Program
*Incentives are provided by both AWS and Sellers

10. Success Story: Matillion
• Matillion needed to meet customer
demand for fast and scalable high-volume
data transformation tools
• Matillion ETL pushes data transformation
to Amazon Redshift, which results in higher
speed and scalability
• Architecture integration is simplified by
launching in AWS Marketplace
• The solution can be deployed into
production in minutes
• A free trial is available
Our customers demand high
speed to market. We enable
those global customers, and
simplify selling, with AWS
Marketplace.”
Matthew Scullion,
Managing Director, Matillion
Matillion is a cloud analytics software
vendor based in London, UK
“

11. Popular AWS Marketplace ISVs

12. AWS Marketplace Channel Incentive Program Partners

13. Grow your Business with AWS Marketplace
Expand your reach with
AWS Marketplace’s global
footprint
Outsource your billing, payments
and collections process to AWS
Marketplace
Get exposed to
1,000,000+ active
AWS customers
Shorten your sales cycle –
leverage free trials, launch
solutions directly & deploy
quickly
Let AWS Marketplace handle the “heavy lifting”

14. ENTERPRISE
APPSDEVELOPMENT & OPERATIONSMOBILE SERVICESAPP SERVICESANALYTICS
Data
Warehousing
Hadoop/Spark
Streaming Data
Collection
Machine
Learning
Elastic
Search
Virtual
Desktops
Sharing &
Collaboration
Corporate
Email
Backup
Queuing &
Notifications
Workflow
Search
Email
Transcoding
One-click App
Deployment
Identity
Sync
Single Integrated
Console
Push
Notifications
DevOps Resource
Management
Application Lifecycle
Management
Containers
Triggers
Resource
Templates
MARKETPLACE
Business
Apps
Business
Intelligence
Databases
DevOps
Tools
Networking
Security
Storage
Regions
Availability
Zones
Points of
Presence
INFRASTRUCTURE
CORE SERVICES
Compute
VMs, Auto-scaling, &
Load Balancing
Storage
Object, Blocks, Archival,
Import/Export
Databases
Relational, NoSQL,
Caching, Migration
Networking
VPC, DX, DNS
CDN
Access
Control
Identity
Management
Key
Management
& Storage
Monitoring
& Logs
Assessment
and reporting
Resource &
Usage Auditing
SECURITY & COMPLIANCE
Configuration
Compliance
Web
application
firewall
HYBRID
ARCHITECTURE
Data Backups
Integrated
App
Deployments
Direct
Connect
Identity
Federation
Integrated
Resource
Management
Integrated
Networking API
Gateway
IoT
Rules
Engine
Device
Shadows
Device
SDKs
Registry
Device
Gateway
Streaming
Data Analysis
Business
Intelligence
Mobile
Analytics
Operating
Systems
MARKETPLACE SOFTWARE AUGMENTS THE AWS PLATFORM

15. AWS Marketplace – A Public Managed Catalog
Submit
Publish
Preview
Test
• Ongoing catalog additions
• Version updates*
• Vendor supply portal
• Centralize digital assets
*Vendor dependent
• Sunset older versions
• Add instance type/region
• Actively monitor
health and expansion
• 7/24 scanning
• Vulnerability notifications
and removal/work-rounds
• MCO Team
• Self-service listings

16. • New APIs for software vendors to call
• Elastic pricing on dimensions tied
most closely to usage and value
• Single pane of glass for billing
and monitoring on AWS or in
AWS/hybrid scenarios
• All software charges shown on AWS bill
Marketplace Is Enabling NEW Flexible Metering
On-premises Cloud
AWS invoice

17. SaaS and API Subscriptions
Now Available In AWS Marketplace
NEW
Nov 16th

18. NEW
Nov 16
Amazon API Gateway Integrates with AWS Marketplace
API Listings Now Available In AWS Marketplace
Add functionality, business logic, or data
to your applications
Amazon API Gateway
• URL Reputation
• Speech and Image
Recognition
• Build APIs hosted on Amazon API
Gateway, a fully managed service
• Consumption (per request) pricing
• Buyer: Simplified procurement and
management of APIs
• Seller: Get built-in integration to AWS
Marketplace Metering Service
• All API costs on customer’s AWS Bill

19. Users
Administrator
Control
Standardization
Governance
Agility
Self-service
Time to Market
AWS Service Catalog allows organizations to create and manage catalogs
of IT services and software on AWS. It enables users to quickly deploy
approved IT services they need in a self-service manner.
Service Catalog: Simplifying Access Management
Private Catalog for Organizing and Launching Infrastructure and
Software Services on AWS

20. - Allow IT organizations to inject volumes of assets through automation
or integration of other asset management tools
- Create and control via other products, including internal tools
- Integrate to third party tools
32 Admin API Actions (including methods)
Manage Portfolios
Create, Update, Delete, Share
Manage Products
Create, Update, Delete, Associate with Portfolio
Manage Provisioning Artifacts
Create, Update, Delete
Manage Constraints
Create, Update, Delete
Principal Association
Associate, Disassociate with Portfolio
API-based Control of Service Catalog Services
Admin API Actions

21. Allows IT organizations more flexibility to display and control approved resources from home grown
or third party portals already in place. 11 end user API actions.
Product Discovery
SearchProducts
DescribeProduct/View
ListLaunchPaths
DescribeProvisioningParameters
Provisioning Requests
ProvisionProduct
UpdateProvisionedProduct
TerminateProvisionedProduct
Provisioned Products Information
ScanProvisionedProducts
ListRecordHistory
DescribeRecord
API-Based Control of Service Catalog Services
End User API Actions

22. AWS Service Catalog
canonero@amazon.lu